Privacy Policy
Maisie DMS is a service operated by MAISIE AI LIMITED, a company registered in England and Wales (company number 17390522), registered office 10 Birmingham Road, Oldbury, England, B69 4EX ("Maisie", "we", "us"). Maisie DMS helps independent motor dealers sell vehicles: it builds and hosts their website, shows their stock, answers enquiries by chat and phone through an AI sales assistant, books viewings and test drives, and organises leads in one place. This policy explains what personal data we handle, why, on what legal basis, who we share it with, and your rights. We are registered with the Information Commissioner's Office (ICO) under reference ZC222994.
Questions about this policy or your data: dms@maisie.website.
1. Controller and processor
When we are the controller. For dealers who subscribe to Maisie DMS, we decide how their account information is used, so we are the controller of that data.
When we are the processor. When a dealer uses Maisie DMS to receive and manage enquiries from its own customers, the dealer decides how those records are used. The dealer is the controller and Maisie is its processor, acting only on its instructions under our data processing terms. If you enquired about a car with a dealer that uses Maisie DMS and want to know how your data is used, or want it deleted, please contact that dealer first. We will help them respond.
2. The data we handle
If you are a dealer
The names and contact details of the people who run the account, your business, trading and registered names, company number, address, opening hours, branding, login details, and information about your subscription, usage and payments. Card and bank details are handled by our payment provider and are not stored by Maisie.
If you are a customer of a dealer
When you contact a dealer through a Maisie DMS website, chat, call or message, we handle, on the dealer's behalf, the details you give and those that arise from the contact. This typically includes your name, mobile number, email address, the vehicle you are interested in, your preferred date and time for a viewing or test drive, any part-exchange details you share (such as make, model, year and mileage), whether you plan to pay in full or use finance, your messages and the history of your conversation, and the stage your enquiry has reached.
Technical data
When anyone uses a Maisie DMS website, we handle standard technical information such as IP address, device and browser type, pages visited and referral details, to run the service, keep it secure, prevent abuse and measure performance.
3. Vehicle and stock data
Maisie DMS shows each dealer's vehicles (make, model, specification, price, mileage, photos and advert text) on that dealer's own website and assistant. This stock data comes from the dealer, either entered by them or obtained from a source the dealer has authorised, such as the dealer's listings on Autotrader or the dealer's own stock management system.
- We obtain stock from a third party only after the dealer has authorised it, and only for that dealer.
- We use it only to provide that dealer's website, assistant and stock tools. We do not sell it, share it with other dealers, combine it across dealers for any other purpose, or use it to train general-purpose AI models.
- We refresh it so that prices and availability stay accurate, and remove sold or withdrawn vehicles as soon as the source tells us.
- When a dealer withdraws authorisation or leaves, we stop collecting it and delete it in line with section 10.
Stock data is mainly about vehicles, not people. Where it contains personal data (for example, a name in advert text), we handle it in the same way.
4. AI sales assistants
Each dealer's website and phone line can use an AI sales assistant that answers questions about the dealer's stock and takes viewing, test drive and callback requests. The assistant always says it is an AI assistant if asked. It uses the dealer's stock and the details the dealer has given us, and processes your messages or speech in order to reply. Bookings it takes are requests: the dealer's team confirms them with you.
To provide the assistant we use AI and voice providers that process conversation content on our instructions (see section 8). We do not use your conversations, or a dealer's data, to train general-purpose AI models. AI can make mistakes, so important details such as a car's history, price and availability are confirmed by the dealer.
5. Calls and messages
Where a dealer uses phone features, we handle call details such as the numbers involved, time and duration. If a voice conversation with the assistant is recorded or transcribed, it is processed on the dealer's behalf, and the dealer is responsible for telling callers where the law requires. Messages sent to you by text, email or chat about your enquiry are sent in the dealer's name. Marketing messages are only sent where the dealer has a lawful basis, and you can opt out at any time by replying STOP or using the unsubscribe link.
6. Finance information
Maisie is not a lender, a credit broker or a finance intermediary, and does not arrange finance. Some dealer websites include a monthly cost calculator; its figures are illustrative examples worked out in your browser and are not an offer of credit. If you tell an assistant you are interested in finance, that preference is passed to the dealer, who is responsible for any finance they offer and for holding any authorisation it requires. We do not run credit checks.
7. Why we use data, and our legal bases
We use personal data to provide and improve the service, build and host dealer websites, answer enquiries and pass them to the right dealer, send the messages a dealer asks us to send, take payment, keep the service secure, and meet our legal obligations. Our legal bases under UK data protection law are:
- Contract, to provide the service to a subscribing dealer.
- Legitimate interests, to run, secure and improve the service, balanced against your rights.
- Consent, where we ask for it, for example for non-essential cookies or for connecting an account you choose to link. You can withdraw it at any time.
- Legal obligation, where the law requires us to keep or disclose information.
Where Maisie acts as a processor, the dealer is responsible for the legal basis on which it handles its customers' data.
8. Sharing and sub-processors
We do not sell personal data. We share it only with service providers that make Maisie DMS work, under contract and only so they can perform that service for us:
- website hosting, content delivery and security;
- our customer engagement platform, which powers the inbox, pipeline, bookings and messaging;
- AI model and voice providers that power the sales assistants;
- email, SMS and telephony providers;
- our payment provider;
- stock and vehicle data sources that a dealer authorises, such as Autotrader.
A list of our sub-processors by name is available to dealers on request and as part of our data processing terms. We may disclose information if the law requires it, or to protect our rights, users or the public.
9. International transfers
Some providers are based outside the UK, including in the United States. Where personal data is transferred outside the UK we rely on safeguards recognised under UK law, such as the UK data bridge or international data transfer agreements. You can ask us for details.
10. How long we keep it
- Dealer account information: while the subscription is active, then for as long as needed for legal, tax and accounting purposes, then deleted or anonymised.
- Customer enquiries and bookings handled for a dealer: for as long as the dealer's account requires, in line with the dealer's instructions, and deleted within 90 days of the dealer leaving.
- Stock data: replaced as it updates, and deleted within 30 days of a dealer withdrawing authorisation or leaving.
- Call recordings, where used: up to 12 months unless the dealer sets a shorter period.
11. Security
We protect data with appropriate technical and organisational measures, including encryption in transit, encrypted storage of credentials, access controls limited to people who need it, and hosting on established infrastructure. If something goes wrong we act promptly and tell affected dealers without undue delay.
12. Your rights
Under UK data protection law you can ask to access, correct or delete your data, to restrict or object to its use, and to receive it in a portable form. Where Maisie is the controller, email dms@maisie.website. Where your data is held for a dealer, contact that dealer and we will help them. You can also complain to the Information Commissioner's Office at ico.org.uk, though we would welcome the chance to help first.
13. Cookies
See our cookie policy.
14. Changes and contact
If we change this policy we will update the date above and tell dealers directly about significant changes. This policy is governed by the law of England and Wales.
MAISIE AI LIMITED, company number 17390522, 10 Birmingham Road, Oldbury, England, B69 4EX. ICO registration reference ZC222994. Email dms@maisie.website.